Fifty-nine percent of database marketers surveyed in June by Forrester Research report that their budgets were up, and 63% expect increases for 2004.
Eric Schmitt, a senior analyst at Forrester, presented these and other findings during a keynote session during the recent National Center for Database Marketing conference in San Francisco.
Little or no enterprisewide coordination of customer contact strategy was cited by 57% of the 49 marketers polled as a major aggravation, while 45% said a lack of skilled staff and/or available talent was a problem. Getting campaigns out the door fast enough was mentioned by 57% as another headache.
More Science, Less Art
As mass media has continued to fragment, said Schmitt, there’s been a shift toward
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